Content storytelling with real attitude across eCommerce

A branded eCommerce experience with irreverent personality

eCommerce Website Design

BB Dakota needed an eCommerce platform that represented its strong brand personality, communicating culture at the heart of commerce.

BB Dakota Fashion eCommerce, User Experience, and Web Design Case Study Behind the Build Image


Fashion with attitude

BB Dakota has always believed that its love for fashion and, to an even stronger extent, its love for the women who wear its fashion, is the principle around which the entire brand philosophy pivots. They say glamour is about “not giving a fuck,” and it’s clear that this brand knows what it stands for.

We teamed up to tell its strong brand story over eCommerce. Our experience-focused design and digital strategy reflected the precise qualities BB Dakota needed to present to advance its brand, telling the story with authenticity and with respect for its fans.

The Results

  • 700%
    Increase in CRM Sign Ups
  • 60%
    Increase in Unique Page Views
  • 93%
    Increase in Average Time on Page
  • 30%
    Improvement in Organic Search
  • 160%
    Improvement in Acq. Bounce Rate

Awards & Recognition

  • Webby Awards: 2016 Honoree

    Shopping / eCommerce

  • Webby Awards: 2016 Honoree

    Mobile: Best Practices

  • OMMA: 2016 Site of the Year

    Best Fashion/Beauty/Cosmetics

  • OMMA: 2016 Site of the Year

    Best Retail/Shopping

  • Awwwards: Site of the Day

    Site of the Day / 2016

  • Communication Arts: Web Pick

    Web Pick of the Day / 201

The Story

Culture drives commerce

We partnered with BB Dakota in every sense of the word, learning about its unique attitude, loves and pet hates, and affection for the people who wear their fashion; only after learning everything there was to learn, we formed a strategy and started to think about design.

In redesigning the site architecture, we brought the user experience to the heart of the eCommerce platform. This is something we always do, and in this circumstance, with a brand that loves its people, it was more important than ever. We learned about its audience and began a strategy and creative direction that stands content and eCommerce side-by-side.

BB Dakota Fashion eCommerce Homepage Design

The brand never sleeps

Every interaction between a digital platform and a person must reflect and tell the story of a brand, and our eCommerce experience is designed with this in mind. BB Dakota is known for raw aesthetics, real personality, and authentic opinions; this is a brand with something to say, and our role was to design how it was said, making it simple, but significant — bold typography, strong images, and a minimal elegance. We brought the design to life with animation and a true journey, beautifully told.

BB Dakota Fashion eCommerce Responsive Design

Elevating product presentation

What does it mean to focus on the customer experience of eCommerce? One contributing factor is how we present the product throughout the user journey from browsing to payment. The eCommerce product listing pages and product detail pages are designed to provide context and motivation through original creative content, such as videos, trends, collection call-outs, and branded imagery.

BB Dakota Fashion eCommerce PLP and PDP Design

Contextual navigation

Our shopping platform is designed to bring an elevated experience to users, and we achieved that by first implementing a utility to the product listing pages that allows users to search by occasion as well as the traditional methods, such as color and style. This approach helps users find products for a particular situation and, importantly, it aligns them with the brand’s positioning, bringing unique personality forward.

Encouraging user-discovery

The intuitive experience we created, during which the product plays protagonist, is simple and comes alive to the beat of the ever-present BB Dakota brand. When the user explores, they discover more collection pages that pair the product with inspiration; the experience rewards the user and appeals to their explorative nature.

Our website tells our story beautifully and concisely via immersive content and a delightful user experience, and, in so doing, educates our consumer quickly and significantly on who we are.

Katherine Brandes: Creative Director, BB Dakota
BB Dakota Fashion eCommerce Collection Page Design

The BB Dakota brand

To ensure consistency across all channels, we worked with the team at BB Dakota to establish brand guidelines and standards that communicate how to best represent the BB Dakota brand. This is how a brand maintains its positioning, shares its beliefs, and expresses real personality. Furthermore, our brand guidelines and standards provide a framework and direction for video and photography.